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Visitors Don’t Want To See Everything

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It is an all-too-common destination claim: We have everything! Numerous cities, states and resorts have adopted a brand strategy of everything, when in fact, they are known for nothing.

We live in a world of choice.  Endless options to customize, modify and choose.  We want more apps and more options.

At least we think so.

Ah, looks like the tree-lined street in my hometown.

As destinations we love to provide choice, or perhaps, a claim of all-encompassing variety is a more accurate perspective.

Our brand statements, must-do pages and brochures are filled top to bottom with every possible claim, venue and attraction for the sole purpose of attempting to satisfy every possible person.

Vibrant nightlife.

Quaint shops and tree-lined streets.

Plenty of things to do!

Recently, I observed a major U.S. destination claiming no less than 20 (20!) major reasons for visiting.  I am all for variety, but some of the things to do included a grave, park and a very plain building.

I am not coming to your destination because you have everything.

I am coming to your destination because you have one thing.

One thing, attraction or feeling I am interested in.

I am not coming to see everything, in fact, most of the things your destination is 'known' for would only appeal to about 10% of travelers.

No, I am coming to your destination because like New Orleans, Austin or Chicago you are known for something...food, music or architecture.

Narrow your focus, find your niche and begin developing a renowned destination brand.

Everything is not a brand.

Everything is an excuse.

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Troy Thompson

Troy Thompson is a respected consultant, speaker and thought-leader in the tourism industry. Principal at the Travel 2.0 Consulting Group and Founder of mark, Troy provides destinations, DMOs and CVBs with answers to difficult digital marketing questions.

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  • http://donnieclapp.com Donnie Clapp

    Some hard-hitting stuff lately, my friend. This one should be printed out and tacked to the wall in any conference room where destinations are developing marketing plans.

  • http://www.travel2dot0.com/ Troy Thompson

    Thanks Donnie, appreciated. Just dropping the hammer of truth.

    - Troy

  • Anonymous

    It's not just destinations either...I've seen plenty of brands in all segments that try to be all things to all people = FAIL.

  • http://twitter.com/KaufmanwithAK Alex Kaufman

    Dead giveaway is when a destination uses this tagline. The _____ experience. Insert their name. Worked for 3 of them so far. Sometimes the only thing that will get approved is everything to everyone vanilla. Ugh.

  • http://twitter.com/boxcanyonlodge Box Canyon Lodge

    I know a Colorado destination that did just that...  "Colorado's Wine Country" and they never have an ad that references the Colorado National Monument which is in their backyard.

    But, I have a hard time figuring out the #1 thing in our area...  Is "outdoor recreation" really that narrow?  I think not.  Scenic mountain beauty?  not very unique sounding.  I think it is harder than it looks... successfully narrowing the scope. It is poetry rather than a big fat novel, right?

  • http://www.travel2dot0.com/ Troy Thompson

    Poetry rather than a novel...yes, I would certainly agree.

    - Troy

  • http://twitter.com/DeepDishCreates Lara Dickson

    Having loads of options is great, but marketing a destination like its the Cheesecake Factory (something for everyone in a 36 page menu) is overwhelming and like you say, "Everything is not a brand." Not to mention dests that hawk, "We are the inventors of this widget and that industry." Nobody cares, truly.

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